BEST PACKAGE REDESIGN
Hanging Rock Estate Range Jim Jim Chardonnay
Limited Release Estate grown Single Vineyard Chardonnay produced by Hanging Rock Only 2000 bottle produced - only release in exceptional vintages
- Year wine was released to market: 2021
- Retail Price: $8 AUD
- Designed by: Keith Smith from Studiosmith
- Designed for: Hanging Rock
Forming part of a complete design refresh in 2021 for Hanging Rock Winery by Studiosmith, Hanging Rock Estate Chardonnay is an important ambassador for the brand, representing the trailblazing role of founder John Ellis in developing the Macedon Ranges as an iconic cold climate region. Along with the Estate Pinot Noir the Chardonnay announces a new level of winemaking finesse, showcasing the ultra premium quality of Macedon Ranges Burgundian style wines.
Hanging Rock Jim Jim Chardonnay forms part of the Estate range tier in the brands architecture. The redesign needed to reflect a more premium positioning than the current label to reflect the $50 price point and showcase the exceptional single vineyard estate wine. It also had to be considered as part of the entire brand wine range redesign to clearly signify and differentiate from the other tiers.
Most importantly this Estate range tier had to communicate the new brand positioning - which is based on repositioning the brand to achieve better visibility and recognition of the unique site, confirming the brands status as one of the pioneers of cool climate wine in Australia.
The label design is based on recapturing the spirit of the original founding look from the early 1980s - featuring the iconic natural wonder 'Hanging Rock,' whilst also presenting a new considered and contemporary look and feel. The abstract curved 'Rock' graphic forms both the central motif and background label shape, supported by a combination of elegant and modern typography. This was all about re-establishing a uniques sense of ownership and place for the brand, designed to flow through the entire brand range. The distinctive white core of the label was introduced to distinguish from the existing pale yellow design to present a more classic and premium feel.
The new design successfully elevates this tier to a new level of quality, elegance and authority - appropriate to the predominantly pre-order high end restaurant and wine collector market. As part of the overall brand redesign it firmly positions the brand at a higher level while establishing strong identification with the iconic site.
